Many MBA applicants feel that they are purchasing a brand when they choose a school to attend, but the educational experience is what is crucial to your future, and no one will affect your education more than your professors. Each Wednesday, we profile a standout professor as identified by students. Today, we focus on Youngme Moon from Harvard Business School (HBS).
Having received the HBS Faculty Award for teaching excellence (voted on by students) from the first-year (required curriculum, or RC) class in 2002 and the Faculty Award from the second-year (elective curriculum, or EC) class in 2005 and 2007, Youngme Moon (“Consumer Marketing”) is also the inaugural recipient of the 2002–2003 Hellman Faculty Fellowship for distinction in research. Moon teaches two sections of the school’s “Consumer Marketing” elective, both of which are typically oversubscribed, according to a recent alumna we interviewed. Her work has been published in the Harvard Business Review, the Journal of Consumer Research, the Journal of Consumer Psychology, the Journal of Experimental Psychology, and the Journal of Applied Social Psychology.
Moon’s 2010 book Different: Escaping the Competitive Herd (Crown Business) is described on her Web site as showing “how to succeed in a world where conformity reigns … but exceptions rule.” Students told mbaMission they enjoy Moon’s “Consumer Marketing” class because of the sometimes counterintuitive ideas she presents in it, including explanations of “hostile brands” such as Harley Davidson and of IKEA’s “reverse positioning,” as well as discussions of innovative marketing models, such as (Product)Red and BMW Films. She was also described as being extremely friendly and accessible, even going out for casual dinners with students.
For more information about HBS and 14 other top-ranked business schools, check out the mbaMission Insider’s Guides.